Case Study: TIBCO achieves full-funnel buyer-journey visibility and improved ROI with Bizible Data Warehouse

TIBCO - Customer Case Study

TIBCO, a global enterprise software company, faced a common B2B marketing challenge: complex, multi-channel programs (including ABM) but limited visibility into the full buyer journey. Relying on Salesforce last-touch reporting and legacy attribution left the marketing team unable to measure program effectiveness or connect spend to down-funnel performance and revenue.

Implementing Bizible Data Warehouse gave TIBCO raw, granular attribution and cost data that integrated with internal sources, enabling top-of-funnel measurement, pathing analysis, and holistic ROI modeling. As a result, TIBCO gained full-funnel visibility, reallocated budget away from poor-quality prospecting (reducing cost-per-SAL), improved lead quality and sales alignment, and increased credibility with leadership.

TIBCO

Mervyn Alamgir

Senior Dir. Digital Marketing